Consumer Lab.Mission — Food & Bakery – Gluten-Free Products
Launching a Scalable E-commerce Channel for a Gluten-Free Brand
Consumer Lab partnered with So Bake It to launch a new e-commerce channel following its acquisition by Tero Group, translating the brand's artisanal, gluten-free positioning into a scalable digital business.
Client
So Bake It (Tero Group)
Industry
Food & Bakery – Gluten-Free Products
Period
2022 – Ongoing
Role
E-commerce & Category Strategy Consultant
Business Domain
- Customer Experience
- Category Management
- Operations & Execution
- Products & Services
Strategic Focus
- E-commerce Launch & Digital Scalability
- Category Growth Alignment
- Operational Efficiency & Error Reduction
Pillars Activated
- Designing the Customer Experience
- Empowering the Organization
- Optimizing Operations & Execution
- Transforming Products & Services
Strategic Context & Challenge
From artisanal brand to scalable digital business
Following its acquisition by Tero Group, So Bake It faced a critical transition: preserving its artisanal identity while building a professional, scalable digital channel.
The absence of an e-commerce platform limited direct-to-consumer growth and constrained B2B expansion.
A structured digital foundation was required to connect brand values with operational efficiency, data discipline, and long-term scalability.
Strategy built across the 4 pillars
Using Consumer Lab's 4-pillar framework, the mission aligned customer experience, organization, operations, and innovation into one coherent commercial system.
The digital experience was designed to reflect So Bake It's artisanal and premium gluten-free positioning while driving clarity and conversion. User journeys, navigation, and content structure were optimized to reassure trust, simplify choice, and support both individual consumers and professional buyers.
Category Management principles were introduced to structure product hierarchy and decision-making. This created a shared commercial language for assortment and pricing, enabling teams to manage the e-commerce channel consistently and prepare the organization for future growth across B2C and B2B.
Operational workflows were designed to seamlessly connect e-commerce with existing production and logistics systems. Order management, data consistency, and process clarity ensured efficiency, reliability, and scalability from day one.
The product database was structured to support digital scalability, consistency, and future expansion. Shopify was selected as the platform of choice for its flexibility and cost efficiency, enabling So Bake It to operate a single, unified e-commerce channel serving both consumer and professional customers.
Business impact
Successful launch of a B2C and B2B e-commerce platform
Expansion into B2B sales with restaurants, retailers, and specialty stores
Streamlined operations and simplified online order management
Structured category framework supporting assortment and pricing decisions
Scalable digital foundation aligned with brand and growth ambitions